A company’s customers will want to try to make sure that they can buy the same product time and again from the company. The company itself will presumably be building up its customer loyalty through various marketing exercises, and customers themselves will get used to a familiar product that they will want to buy in the future. Sometimes, a product bought from one company will become part of a product made by the customer, and again it will be important for the customer to be assured that they can continue to buy and incorporate that product into their own production.
Increasingly, customers are also more aware of social, environmental, and ethical aspects of corporate behaviour and will try to ensure that the company supplying them is acting in a corporately socially responsible manner.